Building Strong Brands - by David A Aaker (Hardcover)

This book is a must-read for any business professional looking to create and manage strong brands in today's competitive marketplace.

With real-world examples from top companies like Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and more, the author provides insights into how these brands have successfully built and maintained their brand equity.

The book covers practical management issues such as measuring brand equity, managing the "brand system," and leveraging brand assets into new markets and products.

It also addresses potential pitfalls such as focusing solely on brand attributes or ignoring the interconnectedness of brands within a larger system.

By applying the concepts outlined in this book, businesses can create and maintain strong brands that will help them survive and thrive in today's challenging marketplace.